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Wardley map

A value chain against how evolved each component is, and what is about to move.

1 wardley map example

AI product Wardley map

The value chain of an AI assistant against how commoditised each component is.

Visibility runs up the y axis and evolution across four bands. Thin lines are dependencies, and the one dashed accent arrow marks the component about to move: agent orchestration turning into a product.

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What is a Wardley map?

A Wardley map is a strategy diagram created by Simon Wardley. It plots the components needed to serve a user need on two axes: vertically by how visible they are to the user (the value chain) and horizontally by how evolved they are, from genesis through custom-built and product to commodity.

Read it from the user at the top down through dependencies. Components drift right over time, and arrows show expected movement, revealing where to build, buy or outsource.

When to use a Wardley map

  • Use it to decide which parts of an AI product to build in-house and which to buy as commodity services.
  • Use it to anticipate how a market will shift when a component becomes a utility.
  • If you just need to show how the system is wired, an architecture diagram is simpler; a Wardley map is for strategy.

How to make a good Wardley map

  1. Start with a specific user and their need, and anchor it at the top.
  2. Place components by evidence of evolution, such as how many vendors exist, not by preference.
  3. Draw movement arrows only for components you expect to shift and say why.
  4. Mark your intended plays, such as build, buy or outsource, directly on the map.